PHOTOS & STILLS - GALLERY

BEHINDWOODS ARTICLES

THINK MUSIC - FRESH AND INNOVATIVE ALL THE WAY

By Kaushik

Releasing a big movie and riding on its mass value and star power is an easy way to succeed in the film industry. But, backing a small film with newcomers and still succeeding on the strength of good content and innovative promotions is a challenging yet fruitful proposition. Prominent music label Think Music has been doing exactly this, if we look at the musical successes in 2012.

They have been acquiring films which don’t have the big star power or a big banner’s backing. It is just the quality of the music that matters to them, even if it is from an untested and raw newcomer. The success of films like ‘Attakathi’, ‘Pizza’ and ‘Naduvula Konjam Pakkatha Kaanom’ are a testimony to their vision. These films were a success at the box-office as well as musically, as FM stations gave them good air play. Listeners also appreciated the fresh sound that they heard in these albums.

Composer Santhosh Narayanan is fast becoming a name to reckon with, thanks to the success of ‘Attakathi’ and ‘Pizza’. Ved Shanker of ‘NKPK’ fame, made a mark despite the film not having most of the songs in its narrative. His number, ‘Oh Crazy Minnal’, became a rage online thanks to the innovative promo video that was created by Think Music. Andrea’s presence in the video also helped matters, so did the fresh concept of the video.

In 2012, Think Music also backed successful films like ‘Sundarapandian’ and ‘Kaadhalil Sodhappuvadhu Yeppadi’. Thaman gave some youthful music for the latter while the dialogs from ‘Sundarapandian’ became a sensation in the mobile space as Think Music exploited them as ringtones and caller ring back tunes. If you notice, all these five aforementioned films were helmed by debut directors as well, in a nice coincidence.

Some of the other composers introduced by Think Music in the recent past include ‘Engeyum Eppodhum’ fame Sathya and ‘Vaagai Sooda Vaa’ fame Ghibran. Everybody knows the kind of songs that these films had. ‘Sara Sara’, ‘Porane Porane’, ‘Maasama’, ‘Chotta Chotta’ are some of the songs which made a huge mark in 2011 across all mediums.

Both these composers are consolidating their positions now and Sathya’s ‘Ponmaalai Pozhudhu’, another Think Music offering, has already become a chartbuster. The viral video featuring the song ‘Iravugalil’ has been noted thanks to its innovative concept of integrating all the FM stations and RJs. As a result, this song is a rage in the FM waves across all stations.

People who have been following the Tamil music space will recognize that Think Music is sort of an expert at creating ‘making videos / behind the scenes videos’. Their team showed spark yet again for the recent movie ‘Hi Da’, composed by newbie Vishal Chandrasekhar. The viral video that they made for the peppy song ‘January Mazhaiyil’ is being appreciated for its spirit and camaraderie.

If you look at the other Think Music acquisitions waiting for release in the near future, like Sundaatam, Yaaruda Mahesh, Kaliyugam, Sonna Puriyadhu and Moodar Koodam each of them has a new composer and a fresh team, raring to go. New names like Siddharth Vipin, Nataraj Shankaran, Gopi Sundar and Yathish Mahadev will be thrown into the spotlight as a result.

It is really appreciable on the label’s part to continuously blood newcomers, back them and make sure that they get a good footing in this highly competitive industry. Thanks to the inherent quality in their musical acquisitions, Think Music is also laughing its way to glory. It’s a nice win-win situation that we are noticing.

This is what some of the composers introduced by Think Music had to say …

‘Engeyum Eppodhum’ fame Sathya says “Think Music is known for their good promotional strategies. They recognize the quality in music irrespective of whether it is from a newcomer. They have a good rapport with FM stations and support newcomers with a lot of interest and involvement. I thank Think Music and wish they continue to encourage newcomers”

‘NKPK’ fame Ved Shanker says “Think Music is a very cool and professional team. They don’t hinder our work and provide a lot of encouragement. They maintain a certain class and quality in their choices and it is a win-win for the composers as well as the label. They played a big role in the success of NKPK’s music with their backing and promotions. I hope this brilliant label continues to encourage newcomers”

‘Hi Da’ fame Vishal Chandrasekhar says “Think Music has played an integral role in my career by giving me an opportunity to bring out my music to a lot of people. I hope this relationship carries on further”

‘Kaliyugam’ fame Siddharth Vipin says “Think Music provides a lot of support, encouragement and also makes sure that constant communication is maintained with the composer. They have confidence in newcomers, which gives us a big boost. Their CD packaging is also very attractive and results in people wanting to buy the CD at the shop. It is more like a familial bonding between us and they have assured me of future support and opportunities too”

A hearty round of applause for Think Music and here’s wishing all these fresh composers a great future.